Too often people associate creativity with “aha” moments. The light bulb goes off and you have a genius idea. But that’s not always how it works. Creativity requires both insight and persistence. Recent research has shown that people forget about the persistence part.
“People associate creativity with effortless insight and undervalue persistence.”
If you want to come up with creative ideas, you have to work at it. You can just wait for inspiration to strike and give up when it doesn’t. Instead you have to put in the effort. You have to be persistent. Keep working, even when it feels hard, even when it feels like it isn’t working.